Beyond Communications

Marks, Wayne
July 2007
Marketing Management;Jul/Aug2007, Vol. 16 Issue 4, p12
In this article the author examines what the concept of brand management is about and discusses how companies go about branding the image of their products into the minds of consumers. He discusses how consumers do their research before buying products and notes that brand management is no longer just about presenting a product's benefits. He lists four goals that brand management needs to reach in order to successfully market their products which include gaining new customers, retaining existing customers, creating bonds with customers and getting more share of the wallet from existing customers. He then discusses how companies can go about achieving these goals.


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